Jacobs Douwe Egberts

Martin Andreasen, Marketing Director UK

JWT *Lead Agency

Helen St Quintin, Planner
Neil Godber, Head of Planning
Russell Ramsey, Executive Creative Director
Jaspar Shelbourne, Creative Director
Paul Kirkley, Global Director in Charge
Patrick Netherton, Account Director

PHD *Lead Agency

Rebecca Stafford, Media Account Director
Sarah Nugent, Media Planner

Kenco had been differentiated through its ethics for many years, and this had fuelled significant, profitable growth. But as the market grew more competitive, and what had been our crucial point of difference became a hygiene factor our sales stagnated. To reverse the brand's fortunes, we went back to its core values and launched a radical one-year mentoring and training scheme to give young Hondurans a route out of inevitable gang-life. In doing so we helped rebuild Kenco's ethical credentials, increasing value sales by over 11% and yielding a very respectable ROMI of 1:1.58.